Majestic Man Mahershala Ali Stars In The New Ermenegildo Zegna Campaign

05 September 2019
Mahershala Ali, Majestic Man, Zegna, MASCULINITY
Image: Ermenegildo Zegna
If you thought you couldn’t possibly dig Mahershala Ali any more, think again

The Moonlight and Green Book actor has just been announced as the face and voice of Ermenegildo Zegna’s brand new campaign, which delves into the convoluted concept of what it means to be a man in the world today.

The campaign forms the foundation for a brave new direction for Zegna, the Italian menswear brand whose name is synonymous with top-quality fabrics (most notably wool) and bespoke tailoring – a category the family-owned company has dominated since launching in 1910.

Of course, a lot has changed in 110 years, and Zegna understands the importance of continually acclimatising to the present moment.

Zegna’s partnership with Ali, a man who practically oozes with nobility and grace, is a declaration of the brand’s commitment to supporting this new-age gentleman in every facet of his life – whether that be with a cashmere coat, or by encouraging open discussion around the tectonic plates that underpin our understanding of manhood in 2019.

And in the campaign video, which Zegna has titled ‘What Does It Mean To Be A Man Today?’ it’s Ali who leads this discussion, by sharing a raw anecdote of his own.

“I remember, I was probably like nine or ten, I would stare straight into the mirror and I would just say: Who am I? Who am I? Who am I?” says the actor, staring straight down the barrel of the camera lens.

“And eventually I just got rid of all these layers and I’d get down to this space where I didn’t have any answers. There is a world to discover, and I get to define that for myself,” he concludes. Now, just let that wisdom wash over you for a moment.

You can watch the campaign video, here.

It wouldn’t be a 2019 campaign if the messaging didn’t spill over to social media, and through a series of images scribbled over with handwritten notes and the hashtag #likeaman, Zegna invites men and women all over the world to upload their own messages and join the movement.

It’s a powerful message, and one that’s in need of greater visibility as guys continue to grapple with how to talk about masculinity through the lens of today. But if brands like Zegna partner with men like Ali – a man whose poise and direction we all admire – it won’t just become normal to embrace characteristics like sensitivity, courage and openness, it’ll become cool.

And that’s something we can all get excited about.

Via GQ Australia